47% claim they would investigate products advertised on the Smart TV platform
There is an 86% uplift in association with key brand statements for brands exposed on the Smart TV platform versus non-exposed control samples, a survey by Rovi Corporation into connected TV advertising.
The research, which looked at 504 connected TV owners, found that 68% of users exposed to areas of smart TV platforms with ad placements noticed the advertisements, and 47% claimed they would investigate the product in the future.
Jeff Siegel, senior vice president of worldwide advertising at Rovi Corporation, said: “We are on a constant mission to further understand the in-home family dynamic as it relates to changing entertainment consumption habits, and then drill-down to better acquaint ourselves with consumers’ preferences and engagement levels with interactive advertising.
“As our survey findings help reinforce, advanced TV advertising providing new opportunities for brands to efficiently and effectively reach consumers in the living room.”
The research found that there are three types of households which engage with connected TVs: technology-driven couples, entertainment-engaged young families and staggered-usage mixed families; with the current approach to Smart TV advertising, which includes a display ad that launches a TV-friendly microsite, found to be engaging across the family architecture.
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